Tuesday, November 25, 2014

Engage, the deo from ITC has made a quick impact in the Indian market. Within a year, the brand has claimed second spot in the India deo market with a volume market share of 8.1% ( source : ET). The brand playing on the " attraction " theme has taken it to the next level.

This season, the brand has come out with the new campaign for the "zero gas" cologne spray version.

The brand's ads have always forced parents like me who have little kids to scramble for the remote to change channels. The new ad takes the " attraction" to the next level.
While the rise of the Engage deo can also be attributed to the effectiveness of these ads, my personal opinion is that brands should also be little sensitive to the audience especially the family audience. Ofcourse the counter arguments would be that movies are much worse or explicit, that doesn't justify a suggestive ad.